Further partners with Masco’s Behr Paint

Further announced it is the AI company that developed Behr Paint Company’s, a subsidiary of Masco (MAS) Corporation, new paint color selection generative AI experience, ChatHUE. The tool is designed to remove key barriers in the paint color selection process to improve customer confidence, reduce lead time and drive conversions. “Partnering with Behr and Google Cloud, we set out to solve a real problem that stops people from starting projects,” said Emily Clark, Head of Retail at Further. “ChatHUE(TM) uses AI to make choosing a paint color simpler, more personal and a lot less overwhelming. It’s exciting to see technology remove friction in such a tangible way and help more people feel confident bringing their spaces to life.”